Getting sponsorships is an important task for promoters. Your show can hinge on getting the right one. This month, we'll hear from a group that is local to us here at FestivalNet about how best to go about landing those sponsorships.
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FNO Newsletter Editor
Survey Research: How to Maximize Sponsorship Opportunities
by Jarrett Bachman & Collin O'Berry of Looking Glass Strategic Research Consultants in Asheville, NC
In today's festival & event industry, the need for strategic sponsor partnerships is greater than ever. In order for festival organizers to obtain these high-value partnerships, sponsors are constantly requesting to see research data that demonstrates a quality match between festival and event attendees and their product or service. Survey research is one of the most effective ways to obtain that needed data.
How to go about conducting survey research is often a difficult choice for festivals and events. For non-ticketed productions, on-site intercept surveys offer the best option to collect accurate data. For fully-ticketed productions where an e-mail bank of attendees exists, internet/e-mail surveys administered shortly after the event can prove to be a valuable data collection tool.
From a sponsorship standpoint, surveys need to be designed to collect the data most pertinent to targeted sponsors. In some cases, this can be as specific as asking attendees questions related to their purchase intentions of a specific product or service. In other situations, more basic information such as age, gender, and income will best help festivals and events secure sponsorship dollars.
Knowing as much as possible about your target sponsors is critical. Sponsor investments are only made when a degree of certainty about return on investment is felt. As a result, survey research cannot be executed haphazardly. As a potential investment for a company, finding those key pieces of information that sends your sponsorship application over the top is a difficult one. Intentionally designed questions aimed at lifestyle traits, spending habits, and brand affinities are a good place to start, but what key piece of information will close the deal?
Read more here!
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